Click-through rate for Facebook Video has increased by 57 percent over last quarter, according to a Social Media Advertising trends report. For advertisers looking at Video ad campaigns, Mobile is the device of choice for campaign optimization. Improved CTR for Video has seen an increased allocation with 31 percent of all Facebook ads spend being video. Mobile has attracted 57 percent of Facebook Advertising budgets, according to a Q1 trends report published by Kinetic Social that analyzed over 2 Billion impressions, from social media campaigns on Facebook and Twitter, and shared Social Media trends that can help Brands improve Social Media Campaign Effectiveness. The Travel vertical has shown the highest growth in click-through rates followed by Retail and CPG.
Facebook eCPC has shown a decrease of 17 percent while eCPM has plateaued out after increasing by nearly 500 percent over last year. Though Facebook eCPC has decreased from last quarter the eCPM continues at the increased level seen in the last quarter.
Despite the higher eCPM, Brand Marketers have increased budgets for Facebook advertising with a notable change from running only response driven campaigns to Brand Marketing campaigns.
Visible Measures has compiled the True Reach and creative approaches for retail brands online video advertising campaigns for the Q3, 2014, featuring the top performing brands.
Five Ways To Optimize Your Facebook Advertising Campaign
Choose the right creative combination and the ad format
Choose the creative combination to achieve results based on your campaign objective. Given the effectiveness of video and mobile, use the targeting and creative combination that works for your brand and helps you achieve the campaign objective.
Use the Right Creative Approach. The creative approaches that work for a vertical may vary, however an overall guideline while creating ads for your brand campaign can draw upon the successes of other retail brands. As can be seen from Visible Measures report, Event and Stunts creative followed by Humor are the most viewed creative for Q4 2014.
Depending on the campaign objective, you can fine tune creative to arrive at a winning approach, that answers your customers queries in a creative way, as can be seen from Lowe’s Fix in Six.
Snickers campaign #EatASnickers has delivered views and engagement making for a successful branding campaign that positions the brand with humor. Now Facebook has aligned with a select group of Video Publishers that can help you customize Video Advertising for your audience.
Use the Right Video Ad Length Short-form Video works the best in delivering on Brand-performance as the Metrics see the sharpest rise in the initial few seconds emphasizing the need to get your branding up-front.
Create a Singular Branded Impression A Singular Branded impression means that depending on your campaign objective, the creative has to communicate the key message in the ad. This can be achieved with a creative that incorporates a brand link, with a focal point and has a direct call to action, with a link to the brand site or the offer. If you are planning to use Video then the video creative has to bring forth the key idea of the campaign.
Optimize your Campaign With Targeting and Retargeting
An example of Consumer Journey for a Smartphone Shopper shows repeat visits to Facebook in the Consumer Journey, making Facebook an ideal advertising platform for retargeting. Consumers visit retailer’s site and manufacturer’s site prior to deciding on the purchase. Campaigns retargeting audiences depending on the stage of buyer journey can maximize online conversions. This requires using Facebook Target audiences effectively to determine the right audience mix to maximize your Target Reach. The campaign reach can be boosted with Retargeting or Remarketing by using Custom Audience and Lookalike audiences.